How to become a manufacturer of promotional items

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Become a manufacturer of promotional items

1. Why do companies need to carry out promotional activities?

Y company in contact with these local household electrical appliance companies found that although they are 5.1. promotional activities of home appliances, but their respective promotional purposes and objects are not the same: a small household electrical appliance manufacturers, their products just spread in the market soon , mainly for the city's consumer groups to promote sales, hope to increase sales and market share, and further enhance the brand's visibility; while another company's products are already domestic old brands, market share and brand image are effectively established, The purpose of their promotion is mainly to develop the township market, emphasizing the extent of product coverage and penetration in the market, urban market promotion is a regular activity, the purpose is to ensure market share and sales.

From the perspective of the 5.1. promotions of the two companies, there should be at least three different combinations of promotions to achieve their purpose. In order to achieve the company's sales goals, when selecting promotional items, it should effectively grasp the consumer psychology of the target group for the promotion of the company, and design a product portfolio that meets the consumer psychology of these consumer groups to effectively support the implementation of the company's promotional activities.

2, design product portfolio

Enterprises must carry out promotional activities in the design of activities, the key to the design of this activity is to attract consumers' attention, and then to impress consumers, so that consumers have a buying impulse to form sales. The choice of promotional items and the design of the event plan are linked together. For this purpose, Y company has set up a program design team to participate in the communication between the business staff and the company's promotion department, provide their own program of activities to the company's promotion department for reference, and in the same activity program, according to the above principles and corporate promotions. The purpose of the event was to design two or three selected product portfolios for company selection.

It seems that business has succeeded in this. But Y company did not stop there and they went further in the depths.

3. From corporate promotions to corporate partners

Y company found in the process of communicating with the company's marketing department that the company's promotional activities were not isolated, but rather a certain tactical activity related to the company's strategic planning. That is to say, the planning of the company's promotional activities is basically based on the unit of year, combined with the adjustment and updating of its product lines, in order to achieve the company's market planning and development strategy. From this point of view, the procurement of corporate promotional items has the opportunity to form a long-term cooperative relationship with the enterprise by involving certain value-added services to package the situation. In this case, the gift company builds a barrier of competition in a certain company or industry and forms a monopoly. The situation has become a corporate partnership.

Systematic marketing victory

1, CHEN manager's thinking

CHEN manager's work summed up to scare himself into a cold sweat! Competitors' activities have already thrown themselves behind, and they have begun to form a competitive advantage that is very unfavorable to them. How should one respond to them to get out of this kind of difficulty and regain the same starting line with an opponent or overtake an opponent?

Y company did well, even very beautiful, but they also just completed a business cooperation opportunity; although they have seen their own development direction and goals, and this goal is achievable, and has begun to move in this direction I started to work hard, but after all, they haven't achieved this goal yet. From this point of view, Company X has the opportunity and time to catch up.

Looking back at the entire business process, Company Y has only worked on researching consumers in one link. On the other marketing links, Company Y has not had too many advantages, and even there are no minor disadvantages; for example, brand building. On the design of the product line, the construction of the channel, the promotion of the product/brand, and the organization and system to support the operation of the company, there is still room for Y company to make adjustments or construction. In addition, due to their unreasonable organizational structure and unclear job responsibilities, the company’s sales and image have been lost due to unclear job responsibilities. Companies are very annoyed with this incident; from the quality of their own company personnel Understandably, they may not be able to deal with the crisis well, and they may lose the opportunity brought by previous work. This is indeed good news for X Company.

However, if we look at X company itself, isn't there any problem with Y company? Isn't there too many weaknesses in every aspect of the marketing chain? If Y company can survive this crisis and implement a beautiful crisis, it may in turn strengthen their relationship and cooperation with the company. So, how should X company cope with the situation?

2, CH Manager's conclusion

Thinking of this, CHEN Manager calmed down because he had already found a solution: How much water a barrel can hold is not determined by the longest wooden board, but by the shortest board. Now what X Company wants to do is to establish its own systematic marketing so that all the boards will grow and rely on the systemization to gain a single victory.